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GENDER CUES IMPACT MARKETERS

Are male marketing executives from Mars and their female
counterparts from Venus?

A study by Copernicus: The Marketing Investment Strategy Group
and Gazelle International outlines a series of conclusions on the
differences, and a few similarities, between the men and women who
account for more than $250 billion a year in marketing decisions.
The findings on these marketing execs parallel the gender
differences observed among consumers.

The study, called "The Testosterone Rush: A Study of Senior
Marketing Executives" found that men "shot more from the hip,"
while women carefully considered the alternatives before choosing a
course of action.

When it comes to decision-making, men were perceived to be
faster on the draw (53 percent , versus 48 percent of women) and
were more apt to take risks (81 percent men, versus 51 percent of
women). Men also "pay too much attention to the competition," and
are more short-term oriented, the study concludes.

Women, by contrast, build more consensus during decision-making
(84 percent, versus 60 percent of men) and acted more thoughtfully
when choosing their course of action (90 percent, versus 71 percent
of men). -T.M.